putting the future in focus

© comScore, Inc. Proprietary.

Putting the Future in Focus

iStrategy Sydney

16th April 2013

© comScore, Inc. Proprietary.© comScore, Inc. Proprietary.

Australian Online Landscape

Joe Nguyen, SVP APAC, comScore Inc.

© comScore, Inc. Proprietary. 3

1996 2012

66%

13%

34%

87%

Outside US

Distribution of Worldwide Internet AudienceThe US is no Longer the Centre of the Online Universe

Source: comScore MMX, December 2012, Worldwide 15+,

Asia

Pa-cific42%

Europe27%

North America14%

Middle East -

Africa9%

Latin America9%

Outside US

© comScore, Inc. Proprietary. 4Source: comScore MMX, December 2012, Worldwide 15+,

Time Spent and Growth Across RegionsUS Users Spent Most Time, Whilst Asia Pacific Outgrows Rest of the World

North America Europe Latin America Asia Pacific Middle East - Africa

42.8

26.922.7

18.9 18.2

Hou

rs p

er V

isito

r Australia: 18.6 Hours a Month

Asia Pacific Europe Middle East - Africa

North America Latin America

596

382

127211

129

637

408

135215

131

Dec-11Dec-12

Uni

que

Visi

tors

(MM

)

+7%

+7%

+6%+2%

+1%

© comScore, Inc. Proprietary. 5Source: comScore MMX, April 2013, 15+

Online Audience Across APACDominated by China, Japan and India

China

Ja

pan

India

Viet

nam

Austr

alia

Indones

ia

Taiw

an

Mala

ysia

Thail

and

Philip

pines

Hong Kong

Singap

ore

New

Zealan

d

339,

689

73,0

40

71,3

44

15,5

93

14,1

17

13,2

97

11,7

02

11,6

40

9,32

2

7,19

7

4,55

2

3,35

3

2,85

7

Tota

l Uni

que

Visi

tors

(000

)


Online Audience Across APACLed by Vietnam outside of the top3

Viet

nam

Austr

alia

Indones

ia

Taiw

an

Mala

ysia

Thail

and

Philip

pines

Hong Kong

Singap

ore

New

Zealan

d

15,5

93

14,1

17

13,2

97

11,7

02

11,6

40

9,32

2

7,19

7

4,55

2

3,35

3

2,85

7

Tota

l Uni

que

Visi

tors

(000

)


Growth across APAC AudienceVietnam overtakes Australia, other markets stabilize

Source: comScore MMX, April 2013, 15+

Taiwan

Thailand

Hong Kong

Singapore

New Zealand

02,0004,0006,0008,00010,00012,00014,000

Feb-13Aug-12Feb-12

Tota

l Hou

rs (M

M)

Feb-2012 Aug-2012 Feb-201312,00012,50013,00013,50014,00014,50015,00015,50016,000

VietnamAustraliaIndonesia

Uni

que

Use

rs (0

00)


Engagement Across APAC AudiencesAU and NZ sit in the middle of the list for Average Online Hours per Person

Thailand

Taiwan

Hong Kong

Vietnam

Japan

Australia

New Zealand

Singapore

Philippines

Malaysia

Indonesia

China

India

27.4

23.8

22.8

21.0

19.7

18.6

18.5

17.3

16.9

15.8

14.3

12.7

11.5

Ave

rage

Hou

rs p

er V

isito

r


Australia

New Zealand

Japan

China

SG

India

20.9

21.9

16.3

28.5

33.0

35.9

19.6

19.1

17.6

31.7

31.2

38.5

19.6

17.1

23.4

22.3

17.4

17.1

16.6

17.4

18.1

9.7

11.5

5.6

23.4

24.5

24.6

7.9

6.9

3.0

Persons: 15-24 Persons: 25-34 Persons: 35-44 Persons: 45-54 Persons: 55+

% o

f Tot

al M

inut

es

Source: comScore MMX, April 2013, 15+

Composition of Minutes per Age Group Varies GreatlyAU-NZ-JP have a larger % of older population online

© comScore, Inc. Proprietary. 10Source: comScore MMX, April 2013, Australia 15+

Profile: AU Online Audience

15-24 25-34 35-44 45-54 55+

2,771 2,877 2,853

2,492

3,123

Tota

l Uni

que

Visi

tors

(000

)

Age:

44% Female

56%Male

© comScore, Inc. Proprietary. 11Source: comScore MMX, Feb 2012 – Jan 2013, 15+

What’s hot, what’s not?IM+Social down, Photosharing+Travel+Coupons Up

Feb-2012

Mar-2012

Apr-2012

May-2012

Jun-2012

Jul-2012

Aug-2012

Sep-2012

Oct-2012

Nov-2012

Dec-2012

Jan-2013

0

5,000

10,000

15,000

20,000

25,000

30,000

Chart Title

Photo Sharing Travel Coupons Social Media Instant Messengers

Tota

l Min

utes

(MM

)


Top Web Properties in Australia

14,283 13,866

10,0159,437

5,719 5,5324,984

4,055 3,988 3,8794,947

3,9432,972

2,292

699 685 650 297 356 491

Total Unique Visitors (000) Average Daily Visitors (000)

© comScore, Inc. Proprietary. 13Source: comScore MMX, Australia April 2013, UK/Canada Jan 2013

Global Trend AU

UK CA


MULTIPLE DEVICE USAGE


Shar

e of

Dev

ice

Page

Tra

ffic

on a

Typ

ical

Wor

kday

Mobiles brighten the commute

Source: comScore Device Essentials, Tuesday, 02 April 2013, AU

Device Preferences Throughout the DayMost Weekday Tablet Usage Occurs Between 6pm and 10pm

Tablets popular at night

PCs dominate working hours

LATE NIGHT

(12AM - 7AM)

EARLY MORNING

(7AM – 10AM)

DAYTIME

(10AM – 5PM)

EARLY EVENING

(5PM – 8PM) PRIME

(8PM – 12AM)

© comScore, Inc. Proprietary.© comScore, Inc. Proprietary.

Ad viewability and validation

Ashley Padgen, Senior Manager and Product Lead, Audience, APAC

Steve Geelan, National Sales Director, Microsoft Media Network (Mi9)


Digital Ad Measurement Has Come a Long Way…

The true value of CTR

Audience Verification

Ad Verification

Advertising ValidationAudience Measurement

New Currencies


…and comScore Has Led and Innovated Along the Way

The true value of CTR

Audience Verification

Ad Verification

Advertising Validation

Whither the Click

Campaign Essentials™

AdXpose validated Campaign

Essentials™

comScore leading the way

Audience Measurement

MediaMetrix™

New Currencies


3MS and the MRC

Industry organizations joined together for Making Measurement Make Sense Initiative (3MS)


Principle 1. Move to a “viewable impressions” standard and count real exposures online.

Principle 2. Online advertising must migrate to a currency based on audience impressions, not gross ad impressions.

Principle 3. Because all ad units are not created equal, we must create a transparent classification system.

Principle 4. Determine interactivity “metrics that matter” for brand marketers, so that marketers can better evaluate online's contribution to brand building.

Principle 5. Digital media measurement must become increasingly comparable and integrated with other media.

3MS Set 5 Guiding Principles


validated Campaign Essentials delivers

Real-time optimization

Single tool, single tag, single database

Quality datafor transacting

Complete Viewability

Comprehensive &

Unduplicated Measurement Accurate

Audience Data


Questions to Ask on Viewable Impressions

• Is the measurement MRC accredited?

• Will payment be on viewed impressions or gross impressions?

• Is there a minimum % viewable expected?

• How will impressions where viewability cannot be determined (i.e. when JavaScript measurement code cannot be placed) be evaluated/billed?


4.

Accredited Accredited by the Media Rating Council

1.

AlignedUses the IAB proposed definition for viewability for display and video

vCE viewability measurement is…

3.

Independent Doesn’t rely on sampling-based approaches

2.

CensusProvides complete measurement, including most cross-domain iframes


Effective ad placements are about more than viewability…

Geography Non-Human Traffic

Brand Safety


Questions to ask About Valid Ads

• What geographic location is required?

• What content is appropriate for this brand?

• Will ads be blocked if they are not in appropriate content?

• If ads are blocked, will the publisher still get payment for that delivery?


Microsoft Media Network (MMN)

• The environment that led to MMN seeing the need for brand safety

• The ability for MMN’s extended (blind) network to provide as much engagement as premium publisher buys by using data and technology intelligently, which includes vCE

• A challenge to the audience to look at what their agency is doing re brand safety and ad effectiveness, and if they are not making use of the technology, to ask – why not?


Questions please


www.comscore.com

www.facebook.com/comscoreinc

@comScore

Thank You

putting the future in focus

Documents

comscore mmx

comscore device essentials

au online audience

online universesource

average online hours

digital ad measurement

svp apac

apac audiencevietnam